Personal Care Vietnam Media Lead

Personal Care Media Lead – Vietnam
Location: Ho Chi Minh City (Hybrid)
Reports to: PC Vietnam DMC Lead & Vietnam Head of Media Direct Reports: 2 (Senior Media Planner; Retail Media & Performance Specialist)
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Role Purpose
Lead the entire country media agenda for Personal Care—owning end-to-end planning and operations in tight partnership with Brand Leads and cross-functional teams. You will translate category growth strategies into holistic, data-driven media plans (offline + online + retail media) and mobilise Digital Hub specialists for local execution. As the market’s single point of contact for media to Category/BU, you are accountable for activation quality, governance, and continuous optimisation against brand and shopper jobs-to-be-done.
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Scope of Accountability (Country Ownership)
· Country planning leadership: Set the Vietnam PC media strategy, design and allocate budgets across all media and platforms (incl. retail media), and ensure on-brand, on-budget, and on-time delivery across bursts and brands.
· Operations & governance: Build and enforce market ways-of-working for planning, buying, pacing, brand-safety/viewability/fraud controls, audits, and rate-card stewardship; run weekly/quarterly performance rhythms with the agency and platform partners.
· Agency & ecosystem leadership: Lead the external media agenda (traditional + digital), negotiate value (annual deals, sponsorships, innovation access), and orchestrate One Unilever country investment where applicable to secure best commercial outcomes and JBPs.
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Key Responsibilities
1) Country media strategy, planning & pacing
· Translate category growth strategies into coherent, data-driven plans spanning offline and online, accountable for building brand power and moving consumers through the funnel to conversion. [Future of...Media Lead | Word]
· Own budget design and allocation; maintain healthy funnel balance and re-phase/pulse investment to deliver outcomes by brand and JTBD.
· Partner deeply with Brand Leads, CD/dComm, and Shopper to connect brand JTBD to retail media strategies that accelerate growth across shopper platforms.
2) Best-in-class activation & media operations
· Ensure brand safety, viewability, and fraud governance across buys; hard-wire accountable quality measures into plans and reports.
· Drive in-flight optimisation within planning guardrails, rapidly reallocating resources based on real-time signals to protect KPIs and pacing.
· Establish agile ways-of-working for tracking, reporting, and execution with partners/retailers; codify playbooks for repeatable performance.
3) Senior stakeholder leadership & influence
· Operate as the country media consigliere to the PC LT and Brand Leads—framing trade-offs, recommending investment decisions, and landing business-first narratives.
· Elevate agency expectations and hold partners accountable for trading, contractual delivery, third-party audits, and capability development; resolve escalations decisively.
· Demonstrate high-quality stakeholder management at a senior leadership level and represent UL media leadership credibly externally.
4) Social-first demand generation (accelerate)
· Build a social-first engine that fuses creator content, short-form video, live formats, and social commerce into full-funnel plans; set clear roles for social channels in saliency, consideration, and conversion. [Future of...Media Lead | Word]
· Partner with dComm/CD to integrate shopper signals and retail media audiences with social activation for measurable iROAS/uplift. [Future of...Media Lead | Word]
· Run a test–learn–scale pipeline (e.g., connected TV, live streaming, social commerce, podcasts, DTC where relevant), with explicit scale criteria and post-campaign learning loops.
5) Data-driven marketing & performance
· Lead data-driven execution leveraging 1P/2P/3P data, search, and performance marketing; install agile performance routines and real-time budget re-weighting.
· Partner with CRM/PRM, Technology/Uni-Ops, and CMI to land cross-functional capabilities and best practices locally.
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Success Measures (Vietnam) · Brand power & execution quality, with innovation embedded into plans.
· Media efficiencies and savings; improved performance marketing outcomes (retail media, search, social).
· Delivery on Data-Driven Marketing KPIs and the quality of cross-functional collaboration.
· Senior stakeholder management effectiveness and strong external leadership in the media ecosystem.
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Key Interfaces
· Internal: DM2CH, Brand teams, dComm/CD, CRM/PRM, Technology/Uni-Ops, CMI.
· External: Media agencies (trading/strategy/ops), traditional media owners, digital platforms and retailer media groups.
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Skills & Experience
· Holistic brand communication leadership at scale or cross-brand agency leadership; proven advertising/media budget management and change leadership to embed innovation.
· Data-driven marketing and performance/e-commerce experience; exposure to CRM, Mar-Tech, Ad-Tech platform management.
· Ability to advise on all things media & data-driven marketing (incl. e-commerce) and translate complex topics into clear business decisions.
· Collaboration, communication, and stakeholder influence—operating credibly with senior leaders and multi-disciplinary teams.
· Pioneer mindset with strong analytics and problem-solving; agile in shifting market conditions. [Future of...Media Lead | Word]
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Governance & Agency Management
· Oversee rate cards and trading compliance; enforce accountable measures (brand safety, viewability, fraud) and ensure best-in-class agency resourcing and performance.

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